The Gen XY Lifestyle
Johor and Singapore Strengthen Tourism Ties with New Cross-Border Initiatives
Johor Economic, Tourism and Cultural Office Singapore (JETCO) is ramping up efforts to boost tourism collaboration between Johor and Singapore, announcing a series of strategic partnerships aimed at enhancing visitor experiences.
Revealed during a B2B Table Talk Session earlier in April, the initiatives highlight the growing synergy between tourism stakeholders in both destinations.
Speaking at the event, JETCO Executive Chairman YB Dato’ Hasni Mohammad underscored the shared vision for tourism growth, positioning JETCO as the bridge facilitating seamless connections and promotions. He emphasised that Johor’s appeal extends beyond short-term visits, aiming to turn transit travellers into extended-stay tourists and day-trippers into repeat guests.
Johor offers significant opportunities for both Singaporean and international travellers. Its close proximity to Singapore makes it an attractive getaway, offering luxurious resorts, theme parks, and unbeatable value for shopping and dining. For international visitors flying into Singapore, Johor presents pristine beaches, lush rainforests, and vibrant cultural experiences, making it an ideal Southeast Asian extension.
Golf tourism is also a growing draw, with Johor home to 27 championship-level golf courses catering to amateur and professional players alike.
Strengthening Cross-Border Tourism
The Chairman recognised key trade partnerships driving tourism growth, including:
- A Digital Tourist Counter at Suntec City in collaboration with WTS Travel, which will provide real-time travel information and seamless booking services for Johor-bound visitors.
- The Johor Tourism Ambassador Programme with Les Clefs d’Or Singapore and the Concierge Association Singapore, training concierge professionals with in-depth knowledge of Johor’s offerings to direct more tourists to the state.
These efforts align with Johor’s preparations for Visit Johor Year 2026, a large-scale campaign expected to attract 12 million visitors.
Expanding Infrastructure and Connectivity
Tourism Johor is laying the foundation for sustainable growth through infrastructure investments, including 15 development projects in 2024 worth RM67.6 million and 18 more planned for 2025 totaling RM48.75 million. These upgrades span key destinations such as Desaru, Mersing, and Kota Tinggi.
Cross-border travel will also be transformed with the upcoming RTS Link, set to be operational by the end of 2026, improving accessibility between Johor and Singapore. Upgrades to CIQ checkpoints and public transport systems will further streamline movement between the two destinations.
Johor is integrating smart tourism practices through mobile apps, digital signage, and visitor platforms, all while prioritising sustainability to protect cultural and natural heritage.
Looking Ahead
JETCO reaffirmed its commitment to deepening tourism ties, urging trade partners to collaborate on:
- Encouraging Singaporean day-trippers to become overnight visitors.
- Positioning Johor as a must-visit extension for international tourists in Singapore.
- Creating win-win opportunities for tourism players in Johor and Singapore.
“As we gear up for Visit Johor Year 2026, strong partnerships with Singapore will ensure seamless access to Johor’s attractions and bring fresh travel experiences to visitors,” said Johor State Executive Councillor YB Raven Kumar Krishnasamy.
Photo by Afifi Zulkifle on Unsplash
